From omnichannel to app commerce: the future of digital experience

Integrating the digital experience has become a key pillar for companies seeking not only to attract but also to retain customers in the current e-commerce landscape. In an environment where consumer interaction occurs across multiple touchpoints, offering a seamless and consistent experience is essential to ensuring customer satisfaction and loyalty. 

In this context, solutions such as omnichannel and the app commerce play a strategic role, providing a more connected purchasing journey aligned with the expectations of the modern consumer. 

It's important to remember that digital integration in e-commerce goes beyond simply connecting sales channels. It's about creating an ecosystem where information and interactions flow seamlessly between various touchpoints, such as physical stores, websites, apps, social media, and customer service. This approach allows consumers to have a consistent experience, regardless of where and how they choose to interact with the brand. 

According to data from Deloitte, consumers who move between multiple channels within a single store spend 82% more than those who use more traditional methods, with only one touchpoint. This is due to the sense of continuity and convenience that the integrated experience offers, increasing customer trust in the brand and, consequently, its perceived value. 

But, after all, what is it? omnichannel? The concept of omnichannel refers to the integration between the online and offline environments, allowing the customer to easily transition between purchasing channels. A classic example is the ability to buy a product online and pick it up in a physical store (the famous click and collect) or return a product purchased online to a physical store. 

Furthermore, multichannel also improves inventory visibility, making it easier for customers to know where to find what they need, whether in a nearby store or via express delivery. This not only increases customer satisfaction but also reduces operating costs, avoiding stockouts and optimizing inventory management. 

E-commerce applications, known as app commerce, have become an important tool for enhancing the consumer experience. With the growing number of users preferring to shop directly on their phones, apps offer a personalized, fast, and secure environment. 

Integrating apps with e-commerce allows brands to send personalized notifications, offer exclusive promotions, and provide a browsing experience tailored to user behavior. According to App Annie, consumers who shop via apps tend to spend up to 20% more compared to those who use desktop websites, highlighting the potential for increased revenue. app commerce offers. 

For effective integration between channels, it is essential to invest in technologies that enable a unified customer view. CRM tools (Customer Relationship Management) and CDP (Customer Data Platform) are fundamental in the process, as they allow companies to centralize data and offer more assertive and personalized communication. 

Furthermore, data analysis allows for a better understanding of consumer behavior across each channel, identifying friction points and opportunities for improvement. For example, with the help of Artificial Intelligence (AI) algorithms, it's possible to predict the right time to offer a promotion or adjust product offerings based on regional demand. 

As technology continues to evolve, consumers' expectations for a more seamless and personalized experience are only set to grow. Investing in an integrated digital experience becomes a necessity for companies that want to stand out in the competitive e-commerce market. Brands that know how to use available tools intelligently will be better prepared to offer a purchasing journey that adapts to each customer's profile and needs, ensuring not only better sales results but also a long-term, valuable relationship with the consumer.